ENOUGH

ENOUGH is a South Korean cosmetics brand focused on accessible, practical and versatile skincare and makeup. A detailed official founding history is not widely documented in public sources, although the brand is generally associated with the Korean mass-market beauty segment that expanded rapidly from the mid-2000s onward. ENOUGH's own communication emphasizes decades of cosmetics expertise, the concept of “pure & natural cosmetics” and the goal of offering quality products for a global audience.

The personality of ENOUGH is primarily functional rather than myth-driven. It does not attempt to create a complicated luxury narrative; instead, it focuses on formulas that can fit easily into everyday routines. Its international visibility also benefits from the wider success of K-beauty, where value, multifunctionality and the appearance of healthy, luminous skin remain particularly attractive. ENOUGH represents this accessible side of Korean beauty: straightforward, practical and designed for a broad consumer base.